Effects of Culture and Service Sector on Customers’ Perceptions of the Practice of Yield Management

Noureddine SELMI

Abstract


Abstract: This research investigates the link between the practice of yield management and consumer perceptions of price. To analyze the possible effects of culture and service sector, a qualitative study and quantitative investigations in two cultures (Tunisia and France) and for two different activities (air transport and hotels) were conducted. These studies show that consumers perceive yield management as inequitable. The studies also confirm that culture influences the level of inequity perceived.

Key words: yield management, price, perceived equity, culture, hotel industry, air transport.


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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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